Kona Trax 7/21/10

It has often been said that a person or a company is only as good as their last accomplishment.  This is as true today as it ever has been.

We just finished a tremendous year at Greenwell Farms.  Our fiscal year is from July 1 to June 30.  Hence, this is how we differentiate one crop to the next.  This past crop year, 2009/2010, was exciting and challenging.  There were times of extreme pressure and yet, it was a year full of rewards.  In the midst of strong economic headwinds, we achieved and surpassed our goals in many divisions of the company.

We know that no person or company is an island.  We are thankful for the Greenwell Farms team effort and for our business partners who helped us throughout the year.  And most importantly, we are thankful to our customers who supported us, and continue to do so, by drinking our Kona Coffee and sharing it with the world.  Without you we would not be here today.  Our heartfelt thanks go out to each and every one of you.

As we turn the page into the 2010/2011 crop we begin a detailed analysis of how the year will play out.  The crop looks good, but it does appear to be on the smaller side.  It is a bit early to tell, but crops are cyclical and this year looks to be pointing down.

There are many different facets to Greenwell Farms and here is a list of some things that we continually look at:

  • Cherry procurement and prices
  • Crop yields by elevation, Kona region, age of trees, and by grade
  • Financing
  • Wet milling capabilities, drying areas and dryers, coffee repose (resting) areas, dry-milling capabilities, and certification schedules
  • Shipping and logistics
  • Existing and new customers – Both roasted and greenbean
  • Futures contracts

The above is a small snapshot of what goes on behind the scenes.  There is a lot more, but those are for a later post.

There are headwinds throughout the economy and in Kona.  But, be rest assured, we will make it through and continue to supply the world with the best Kona Coffee available from Greenwell Farms.

A hui hou.

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iPhone Ready Blog! 5 Steps to add Greenwell Farms to your iPhone Home Screen

Greenwell Kona Coffee blog is now iPhone friendly. Now you can stop by more often and share your feedback. We are looking forward to hearing from you!

1. Go to www.greenwellblog.com from your iPhone browser.

2. Take a look around and read our articles – Make sure to tap the “+” icon to add us to your home screen.

3. Tap “Add to Home Screen”

4. Add a Name if you like. When you are finished choose “Add” at the top left.

5. There you go…Greenwell Farms is on your home screen! Enjoy. Hope to hear from you soon.

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Greenwell Farms Goes to Japan

This past fall, Greenwell farms attended the Japan Specialty Coffee Association’s annual Convention in Tokyo.  It was a great event and gave us a chance to meet with our Japanese clientele and business associates.  Attending this year’s convention was Greenwell Farm President, Tom Greenwell, and Greenwell Farms Chief Finacial Officer, Steve Hicks.

Traveling with us this year, was Kimo Faulkner, of Maui and Ko Isayama of Oahu.

Aside from meeting our Japanese business associates there, we were able to do  a little sight seeing as well.  We found the Japanese people to be great coffee lovers and fans of Greenwell Farms.

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Kona Trax

And, I smile. It’s 5:25 AM and I am tired, but I smile. The sun is barely up and our dog, CoCo, is still fast asleep. This is where we want to be. However, I have a sense of satisfaction this early in the morning.

I am pleased by the sense of happiness as we sip our cups of Kona Coffee. This is what it’s all about. This is what we do. This is the essence of Greenwell Farms.

Let me introduce myself. My name is Patrick Stewart and I am the Sales Director of Green Coffee for Greenwell Farms. My job is simple: Promote and sell Kona Coffee to the world.

Sounds easy, I know. I wish it was. Hence, why I have a job.

This is the first of a regular blog that will feature a behind the scenes look at Greenwell Farms. The farm is simple, yet complicated. There are so many different facets of what we do. This blog has been born to relay all of that. In addition, it will have market and crop updates, sales strategies, economic analyses, a continuing analysis on how Kona relates to other coffees of the world, and a plethora of other discussions and observations by me. I am open to discussion. Fire away.

As for now, CoCo is still sleeping, we are off to work, and I need to sell coffee.

And, I remember, the essence of Greenwell Farms is the pleasure of drinking a cup of Kona Coffee.

I smile and raise my cup to you.

A hui hou.

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15th Annual Hawaii Coffee Association Conference & State Coffee Cupping Competition Bound for Keauhou

KONA, HAWAII’S BIG ISLAND (March 10, 2010) – Preparations are underway for the 15th Annual Hawaii Coffee Association Conference and State Coffee Cupping Competition July 15-18 at the Sheraton Keauhou Bay Resort & Spa on Hawaii’s Big Island.

Conference highlights will include noted guest speakers discussing relevant topics to the industry, offerings of select farm and mill tours in the Kona coffee belt, and the highly anticipated second annual State Coffee Cupping Competition.

Read More »

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Kona Coffee Featured on KGMB News

People may be interested in a recent news program which ran on our local Honolulu television station, KGMB. There are some interesting facts about Kona Coffee and about this year’s crop. Not only is Tom Greenwell featured in this news cast, but most of the scenery and the processing facilities shown were taken at Greenwell Farms. Hope you enjoy this clip.

Hawaii News Now – KGMB and KHNL

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Tom Greenwell Elected President of the Hawaii Coffee Association

During this years annual convention of the Hawaii Coffee Association (HCA), the HCA Board of Directors elected Tom Greenwell as its President for the coming year.

This election is a continuation of Greenwell Farms’ leadership in coffee organizaitons of Hawaii including, the Kona Coffee Council, the Hawaii Coffee Growers Assocaition, and the HCA dating back to the early 1980’s.

Congratulations, Tom.

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Greenwell Farms is Top Winner at Annual Hawaii Coffee Association Convention

The 14th Annual Hawaii Coffee Association (HCA) convention was held July 9 – 12, 2009 at the renown Maui Tropical Plantation. Included in this year’s events was a State-wide cupping contest of 69 entries from Kona and Kau on the Island of Hawaii, and the Islands of Maui, Oahu, Molokai, and Kauai.

Read More »

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Donation Made to Grounds for Health

This year, Greenwell Farms contributed nearly $2,500 of green bean to the first-of-its-kind Grounds for Health specialty coffee auction on June 2, 2009. Grounds for Health, a non-profit organization provides health care services to women in coffee-growing communities that may lack access to healthcare.

Grounds for Health is one of the first organizations to bring innovative, life-saving technology to coffee farmers and their families. Collaborating with regional coffee unions, community members and in-country healthcare professionals to increase awareness about cervical cancer and improve existing cancer prevention systems.

Learn More about the Grounds for Health program >>

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Yes, it DOES snow in Kona!

Each year, during the months of February, March and April, coffee orchards throughout Kona bloom. The coffee blossom is a delicate and beautiful white flower grouped in nodes along the newest branches of coffee trees.

Click on each image for a larger view

Kona Snow

Kona Snow

While in full bloom, the orchards turn white with “Kona Snow”. A sight that can be breath taking.

Depending upon weather conditions, the conditions of the trees, and the management practices used by the coffee farmers, coffee orchards in Kona will have 4 or 5 significant blooms each early spring, which will culminate into 4 or 5 rounds of coffee cherry harvest a little more than seven months later in the year.

Our big flowering happened this past mid march and it was truly one of the biggest “Kona Snows” we have had in recent years.

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Greenwell Farms Is Expanding

The development of the Konawaena Farm continues during 2009. This beautiful high elevation farm owned by the Greenwell Family is the next generation of coffee production for Greenwell Farms. Tom Greenwell has carefully selected specific trees for this special farm that he has designated as the “Jenny Kay” variety. We hope to someday offer to our customers this unique high elevation Kona Coffee.



Konawaena Farm – Newest Greenwell Farms Expansion

The Konawaena Farm is located to the East (mauka side) of our existing farm and processing facilities and will eventually contain 40 acres of new Greenwell coffee land.

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Hoshide Coffee Farm – 2008 Kona Coffee Cupping Contest Winner

Greenwell Farms proudly announces that one of its managed farms, Hoshide Farms, was the 1st Place Winner in the 13th Annual Gevalia Kona Cupping Contest in November, 2008.

The Gevalia Kona Cupping Contest is an Annual competition for the “BEST” cup of Kona grown by farmers in North and South Kona. The contest’s sponsor, Gevalia Kaffee, is a world renown gourmet coffee company in Sweden. Each year Gevalia brings coffee experts from around the world to judge this important event.


The management team of Hoshide Farms; Tom Greenwell, Debbie Hoshide, and Pepe Miranda.

Greenwell Farms has been managing the Hoshide Farm, located in the Captain Cook Area, for several years now and is in charge of every detail in the growing and harvesting of the coffee.

We are celebrating this prestigious recognition of one of our farms, by making this special coffee available to our farm visitors for a limited time. We will also be offering this special coffee during our up-coming Spring Special to our website visitors. Keep an eye out for our Spring Newsletter.

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